The hashtag “GEFFEN APOLOGIZE TO JIMIN”began trending on SNS platform X (formerly Twitter) on June 23, causing an uproar within the online community.
ARMY, the worldwide fanbase of BTS, has voiced their discontent with Geffen Records, the American company in charge of promoting BTS in the US market.
There’s even a report and hybe remains silent. They put a note on Muse that says: “This product will not be counted towards the official UK charts”. How ABSURD is that? They don’t correct it, they just notifyGEFFEN APOLOGIZE TO JIMINBIGHIT TREAT JIMIN FAIRLY @GeffenRecords @BIGHIT_MUSIC pic.twitter.com/vkwLSzDr23
— mandy⁷ ⋆ 𝑴𝒖𝒔𝒆 ⋆ 🥀 (@goopmi) June 25, 2024
The controversy revolves around allegations that Geffen Records intentionally hindered Jimin’s highly-anticipated solo comeback in order to focus on the debut of their new group, KATSEYE, which was planned for the same release day as Jimin’s album.
Fans contend that Geffen Records did not give sufficient promotional assistance to Jimin, an accusation backed by the lack of iTunes pre-orders and limited visibility of their upcoming release on digital platforms.
a korean newspaper talking about geffen records’ lack of professionalism and hybe’s lack of statement 🗣🗣🗣GEFFEN APOLOGIZE TO JIMINBIGHIT TREAT JIMIN FAIRLY @GeffenRecords @BIGHIT_MUSIC pic.twitter.com/6vPzd5VcmD
— mie⁷៹ must by jm (@minietkyo) June 25, 2024
The situation was further exacerbated when Ray Kurzeka, the Head of Streaming at Geffen Records, received backlash for supposedly mocking BTS fans on social media.
A screenshot that has been circulating among fans allegedly shows Kurzeka dismissing requests for improved promotion by providing a link to another artist’s song and sarcastically calling it the “song of the year.”
The apparent lack of concern from a high-ranking Geffen Records executive only served to heighten the frustration of fans, resulting in numerous demands for accountability.
Geffen Records is openly sabotaging BTS, failing their multimillion contract and laughing in our faces, and on the same day they’re debuting another hybe group Geffen has on recording contract.GEFFEN APOLOGIZE TO JIMINGEFFEN APOLOGIZE TO JIMINGEFFEN APOLOGIZE TO JIMIN pic.twitter.com/vliX5eSqjz
— gomooshin⁷ (@taesoothe) June 23, 2024
Amidst the criticism, officials from Big Hit Music, the management agency of BTS, released a statement expressing their worries regarding the matter.
Their management team stressed the significance of providing fair treatment and equitable promotional opportunities for all artists, including Jimin.
The event has sparked conversations about the impact of music labels in molding the careers of artists and the obligations they hold towards their talent and fan bases.
I hope they keep the doors and windows of this damn company tightly closed. GEFFEN APOLOGIZE TO JIMINBIGHIT TREAT JIMIN FAIRLY @GeffenRecords @BIGHIT_MUSIC pic.twitter.com/n28CUAxNus
— Lety୨ৎ (@sevights) June 25, 2024
“I hope they keep the doors and windows of that damned company tightly closed.”
Despite their disappointment, fans remain active online, mobilizing in efforts to demand transparency from Geffen Records concerning Jimin’s solo endeavors and promotional strategies moving forward.
⚠️ CONTINUEM SUBINDO A TAG ⚠️GEFFEN APOLOGIZE TO JIMINBIGHIT TREAT JIMIN FAIRLY @GeffenRecords @BIGHIT_MUSIC pic.twitter.com/pfbUONIjjJ
— Cereja⁷ | MUSE 🌈 (slow) (@jungkooquette_) June 25, 2024
In the digital age, the music industry closely monitors the effect of fan opinions and public perception on the relationships between artists and their brands.
The result of this mishap has the potential to alter the way labels handle artist promotions and interact with fans in the future.
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